The Enemy Of Social Media

by Jay Deragon on 09/16/2009

In an article on SmartBlog titled Making the case with Valeria Maltoni By Mary Ellen Slayter ask: At what level in an organization do you think tends to be the most resistance to using social media?

More than resistance there are skepticism and sheer bandwidth issues. That’s why it’s so important to speak the language of business when describing social media. Listening will help you create a baseline for the business.

Run a test case. Pick a niche, or a region where to test a simple implementation, and then come to the table with results from your activities. You will encounter the most resistance from the groups to whom you cannot demonstrate results.

What are the three most common mistakes you see people make when pitching social media to senior management?

  1. Lack of strategy.
  2. Lack of vision.
  3. Lack of execution skills.

Do you think different strategies are needed to sell social media at large, established organizations vs. small firms ?

Large organizations are more siloed and less organic [than smaller ones]. Execution depends very much on culture and the tone set from the top. Still, selling really depends on the value you can document and provide as well as the cultural makeup or readiness of the organization.

Where have you encountered the greatest resistance to social media in your organization?

    President/CEO/Owner/Principal 20.98%
    Senior management (VPs) 19.64%
    Middle managers (Supervisors/Directors/Managers) 16.52%
    No one has resisted 16.07%
    They all put up a fight 11.16%
    Other C-level 7.14%
    Clients 6.70%
    Entry-level workers (Staff) 1.79%

If you successfully overcame resistance to using social media at your organization, what would you credit as the secret to your success?

    I just did it, and served as the role model myself. 52.81%
    By pointing to other companies’ success stories as role models. 26.97%
    Using hard numbers to demonstrate the ROI. 11.24%
    Other. 8.99%

Is Social Media It’s Own Worse Enemy?

In an earlier article titled “Is Social Media Strategically Relevant?” we discussed what the market is communicating¬† to executive level positions in companies everywhere. Based on this article we would say that since social media is communications then if the market is not effectively communicating its value then the market is its own worse enemy.

Out of 200 million blogs and billions of “Twits” daily most discuss issues that are not relevant to “usage of social media for business purposes”.¬† Subsequently what most CEO’s and the media see’s is useless chatter thus they have difficulty putting the use of social media into context.

When you examine how the traditional media and most businesses are using social media what you find is social media being used to “push” out their messages and most consider it just another marketing channel. Few see social media as a strategic weapon and even less understand “how” to use it effectively.

In another post titled “Again, What Is Social Media?” we said Communications is the essence of any economy. Like a bank, the higher the rate of interest the more currency we create from our conversations. However this currency is driven by the relevancy of our conversations and the use of said conversations by the market of people communicating.

This currency is like money in that if your conversations create a rate of interest you are earning value created by the interest from people. The value created begins with a relationship with the market of interest.  The market of interest is people whom have an affinity and interest in your conversation. Converting conversations to money is the end result of effectively and efficiently managing the process of communicating value to an audience.

And yet CEO’s still don’t understand the strategic importance of communications and communicating effectively. The enemy is stinking thinking from the neck up. Get it?

{ 26 comments }

Mustafa Duran November 13, 2009 at 4:16 am

The Enemy Of Social Media | The Relationship Economy…… http://ff.im/-boMCY

Brian C. Citizen September 17, 2009 at 1:16 pm

Daily Deragon Dose: The Enemy Of Social Media http://bit.ly/ppWDa

Claude Malaison September 17, 2009 at 8:47 am

Encountering resistance to social media in your organization? http://bit.ly/3m1E1Q (via @aponcier)

ifood_blog (iFood blog) September 17, 2009 at 9:36 am

Twitter Comment


Who resist to social media [link to post]

Posted using Chat Catcher

OlivierB2009 (OlivierB2009) September 17, 2009 at 8:54 am

Twitter Comment


The enemy of Social Media [link to post]

Posted using Chat Catcher

Frantz Cator September 17, 2009 at 6:11 am

The Enemy Of Social Media | The Relationship Economy…… http://bit.ly/1dk8tE

Wolfgang Tonninger September 17, 2009 at 3:36 am

The Enemy of Social Media – http://bit.ly/3m1E1Q (RT @JDeragon)

iFood blog September 17, 2009 at 2:44 am

Who resist to social media http://bit.ly/rse3O

siniweler (Wolfgang Tonninger) September 17, 2009 at 3:38 am

Twitter Comment


The Enemy of Social Media – [link to post] (RT @JDeragon)

Posted using Chat Catcher

Mary Ann Johnson September 17, 2009 at 1:45 am

Strategies will obviously differ while selling social media depending on company size. Social media is all about effective communication. CEO’s need to make an effort to understand social media and look beyond the ‘useless chatter’ in order to use it for business purposes. This post here talks about the importance of communication in Social Media: http://blogs.position2.com/the-importance-of-communication-in-social-media Also, extra effort needs to be made when pitching social media to senior management. After all social media is not a fad.

Tiago September 16, 2009 at 10:30 pm

#Internet – Artigo interessante – RT @JDeragon The Enemy Of #Social #Media http://ow.ly/pHY9

TSSVeloso (Tiago) September 16, 2009 at 10:32 pm

Twitter Comment


#Internet – Artigo interessante – RT @JDeragon The Enemy Of #Social #Media [link to post]

Posted using Chat Catcher

justinrfrench September 16, 2009 at 5:08 pm

RT @JDeragon The Enemy Of Social Media | The Relationship Economy…… http://bit.ly/13CuaL ( A Must Read for Executives)

justinrfrench (Justin R French) September 16, 2009 at 5:10 pm

Twitter Comment


RT @JDeragon The Enemy Of Social Media | The Relationship Economy…… [link to post] ( A Must Read for Executives)

Posted using Chat Catcher

BB2ley (Becki Tooley) September 16, 2009 at 4:33 pm

Twitter Comment


RT @JDeragon The Enemy Of Social Media | The Relationship Economy…… [link to post] Interesting – see for yourself.

Posted using Chat Catcher

Becki Tooley September 16, 2009 at 3:31 pm

RT @JDeragon The Enemy Of Social Media | The Relationship Economy…… http://bit.ly/13CuaL Interesting – see for yourself.

Brendan Lally September 16, 2009 at 4:22 pm

RT @tacanderson: The Enemy Of Social Media http://ff.im/-8dzaG -> interesting graphs

StarGazon (StarGazon) September 16, 2009 at 3:14 pm

Twitter Comment


The Enemy Of Social Media /The Relationship Economy……/ – This entry is part 3 of 3 in the series Social … [link to post]

Posted using Chat Catcher

JuniorAS09 (Jean Anglade) September 16, 2009 at 2:33 pm

Twitter Comment


RT @JDeragon The Enemy Of Social Media | The Relationship Economy…… [link to post]

Posted using Chat Catcher

Aalto Spreadson September 16, 2009 at 1:31 pm

RT@SteveKayser@JDeragon The Enemy Of Social Media | The Relationship Economy…… http://bit.ly/13CuaL

AaltoSpreadson (Aalto Spreadson) September 16, 2009 at 1:33 pm

Twitter Comment


RT@SteveKayser@JDeragon The Enemy Of Social Media | The Relationship Economy…… [link to post]

Posted using Chat Catcher

tacanderson (Tac Anderson) September 16, 2009 at 12:35 pm

Twitter Comment


The Enemy Of Social Media [link to post]

Posted using Chat Catcher

asus78 (Robert Wagner) September 16, 2009 at 12:33 pm

Twitter Comment


RT @tacanderson: The Enemy Of Social Media [link to post]

Posted using Chat Catcher

TheLal (Brendan Lally) September 16, 2009 at 11:25 am

Twitter Comment


RT @tacanderson: The Enemy Of Social Media [link to post] -> interesting graphs

Posted using Chat Catcher

raidho (Arjan Muthert) September 16, 2009 at 11:20 am

FriendFeed Comment


reading: the enemy of social media: [link to post] #sm http://friendfeed.com/e/491ecea7-9149-4a51-a969-4e86147ddbd8

Posted using Chat Catcher

Kevin_Atkinson (Kevin_Atkinson) September 16, 2009 at 10:49 am

Twitter Comment


RT @tacanderson The Enemy Of Social Media [link to post]

Posted using Chat Catcher

Comments on this entry are closed.

{ 9 trackbacks }

Previous post:

Next post: